融合用户眼动验证的青少年阅读推广若干营销元素探析

Analysis on Several Marketing Elements of Adolescent Reading Promotion Combined with User Eye Movement Verification

【目的/意义】青少年有较多可塑性,且图书馆是他们独立获取阅读资料与指导的公共场所之一,利用若干营销元素促进该低年龄段人群阅读推广有重要意义,其中阅读兴趣影响着该群体对营销元素的反应,发现其中规律能助力阅读服务。【结果/结论】依据营销4C理论及马斯洛需求层次,讨论用户需求的生理生存、心理安全感、自身社交、尊重与自我实现,以及用户成本、便利、沟通视角下的青少年阅读推广若干营销元素,问卷量表数据融合眼动追踪技术,探寻被组织参与与自由接受信息两种情境下营销元素影响喜好度与吸引力规律。【结果/结论】研究发现,此9类营销元素对低年龄青少年阅读推广均有正向作用,利于活动展开与推进,在两种情境与阅读兴趣高中低人群中有若干效力变化。

[Purpose/Significance]Teenagers have more plasticity,and libraries become one of the public places in terms of their independent access to reading materials and guidance,it is of great significance to use some marketing elements to help this low age group to promote reading.Among them,reading interests influence their responses to marketing elements,and the discovery of rule can help reading services.[Method/Process]According to marketing 4C theory and Maslow's hierarchy of needs,this paper discussed several marketing elements of teenager reading promotion,including the perspectives of physiological survival,psychological security,self social,respect and self-realization of user needs,as well as user cost,convenience and communication.This paper used questionnaire scale data test and eye tracking technology to explore the influence of marketing elements on liking and attraction in the two situations of organizational participation and free acceptance of information.[Result/Conclusion]It is found that these nine marketing elements have a positive effect on the reading promotion of low-age teenagers,which is conducive to the development and promotion of activities.There were several efficacy changes in the two situations and in the high,middle and low reading interest groups.